To date, with only 5% of all reservations being booked online, I believe it is fair to say that most web site owners in the hotel sector have not been able to convince users to complete a transaction/reservation online. And this will not dramatically change until site owners recognize that to get users to make an online reservation, the site must first and foremost establish a bond of trust with them.

On the web, establishing a bond of trust is the first and most essential step in creating an ongoing, successful and profitable relationship with your user. Online business is conducted at arms length. There is no front desk staff to speak with. No reservation person to question. No concierge to provide assistance. There are no physical buildings to touch. No pool to swim in. No dining room to eat in. There are just pictures, images and words. In a nutshell, if you have not established a previous level of sufficient trust with your web site users or your web site itself does not create an environment of trust, visitors will be extremely cautious and hesitant to share information or commit to making a reservation. In fact, a recent study conducted ...